Tag: tiktok shop

Meta intensifies competition with TikTok thanks to its new marketing tools

Meta is intensifying its efforts to compete with TikTok in the fields of artificial intelligence and e-commerce, presenting new tools and features at the Shoptalk event recently held in Las Vegas. Among the new offerings is the implementation of affiliate advertising tools, similar to those offered by TikTok Shop, which will allow brands to measure the return on investment generated by sales driven by creators. Fighting against TikTok Shop Although some industry experts highlight the importance of these tools, there are brands that show resistance to adopting them, considering them less critical compared to methods […]

Meta is intensifying its efforts to compete with TikTok in the fields of artificial intelligence and e-commerce, presenting new tools and features at the Shoptalk event recently held in Las Vegas. Among the new offerings is the implementation of affiliate advertising tools, similar to those offered by TikTok Shop, which will allow brands to measure the return on investment generated by sales driven by creators.

Fighting against TikTok Shop

Although some industry experts highlight the importance of these tools, there are brands that show resistance to adopting them, considering them less critical compared to traditional advertising methods like paid advertising. Kevin Simonson, CEO of the marketing firm adMixt, pointed out that despite the growth of affiliate marketing, many brands still do not prioritize them in their strategies.

One of the most relevant features presented is the possibility for Instagram Reels to be shoppable. Creators can now tag products and affiliate links, which potentially increases their visibility and income opportunities. Additionally, Meta is testing affiliate experiences on Instagram with partners like Amazon and the e-commerce platform Shopee, aiming to enhance interaction between creators and brands.

Another great announcement was the integration of a new checkout system in its AI sales agent, in collaboration with companies like PayPal and Stripe, to simplify the purchasing process. This approach reflects an effort to reduce friction in the buying process and increase conversion rates.

However, despite the enthusiasm and innovations, some brands are still in the early stages of their catalog strategy and may take time to adopt these new features. As Meta moves forward in its efforts to capture a larger share of the e-commerce market, it remains to be seen how brands will respond to these new opportunities.

TikTok Shop seemed like a haven for Gen Z, but it was really for millennials

A recent report from Edison Research has revealed that 54% of TikTok users aged 25 to 44 have researched more about a company or product after seeing it on the platform. This figure indicates that TikTok is not just a space for Generation Z, but is gaining ground among millennials, who are becoming increasingly active on the social network. Millennials consume everything The study, which surveyed 2,253 teenagers and adults in the United States from October 3 to 29, 2025, highlights how this demographic is actively using TikTok […]

A recent report from Edison Research has revealed that 54% of TikTok users aged 25 to 44 have researched more about a company or product after seeing it on the platform. This figure indicates that TikTok is not just a space for Generation Z, but is gaining ground among millennials, who are becoming increasingly active on the social network.

Millennials eat everything

The study, which surveyed 2,253 teenagers and adults in the United States from October 3 to 29, 2025, highlights how this demographic is actively using TikTok not only for entertainment, but also for conducting research that influences their purchasing decisions. This reflects a significant shift in the perception of TikTok’s audience, which has traditionally been seen as a space dominated by younger users.

As brands seek to connect with diverse audiences, it is crucial to adjust advertising budgets to focus on the age group of 25 to 44 years on TikTok. The report suggests that companies reconsider their campaigns to target those buyers who not only view, but also research and make purchases influenced by content on the platform. This trend may lead to a shift in how digital marketing strategies are structured.

The data has been weighted to reflect the national population according to the U.S. census, which lends greater credibility to the conclusions. The action metrics, which are favorable to millennials, highlight the importance of considering this group in future advertising campaigns, providing a unique opportunity for brands to effectively connect with an audience that is engaged and informed.

Clickless search: the new challenge for retailers in the digital age

Search engines and social platforms are transforming the way consumers interact with online content, answering queries directly within their ecosystems. This trend, known as zero-click search, is limiting traffic to e-commerce sites and presents new challenges for retailers. A world without clicks Historically, these engines and platforms acted as bridges, directing users to other sites to continue their research or purchase products. However, now users get answers immediately, which reduces opportunities for retailers to capture […]

Search engines and social platforms are transforming the way consumers interact with online content, answering queries directly within their ecosystems. This trend, known as zero-click search, is limiting traffic to e-commerce sites and presents new challenges for retailers.

A world without clicks

Historically, these engines and platforms acted as bridges, directing users to other sites to continue their research or purchase products. However, now users get answers immediately, which reduces opportunities for retailers to capture traffic and collect valuable data about their consumers. In this context, retailers must reconsider their approach to attract and retain shoppers in this new digital environment.

An effective strategy consists of optimizing content to answer common buyer questions, rather than focusing solely on keywords. By structuring product information as direct answers to these queries, the likelihood of appearing in search engine results increases.

Likewise, it is essential for retailers to improve the quality of their product photos through descriptive file names and alt text. The use of short videos that showcase product demonstrations or tutorials can also capture consumers’ attention, especially on visual platforms like TikTok and Instagram.

Leveraging native shopping platforms, such as TikTok Shop, can result in a significant increase in visibility by appearing in posts. As direct traffic declines, it is crucial for brands to use their own channels to maintain engagement and gather valuable data. Measuring visibility should include both direct traffic and the increase in pages appearing in artificial intelligence responses, to better understand the impact and conversions generated.